Carly goes leather: “No more Mr. Nice Guy”

TakeAway: T-Mobile reboots the its brand with an alter-ego of its well-known spokeswoman in the hopes of increasing trial.

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Excerpt from AdAge:
“T-Mobile Talks Tough for Its Comeback, Vowing ‘No More Mr. Nice Girl’”

Carly who has starred in T-Mobile’s ads since 2010 and been dubbed by some a DVR-proof pitch personality, is trading her usual frocks for biker leather as the T-Mobile looks to halt mass subscriber defections.

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“The pending AT&T deal negatively impacted customer satisfaction and brand perception in 2011, which is why we believe it is time to reinvigorate the challenger strategy and to relaunch the brand,”

Despite its smaller budget, T-Mobile ads have seemed to cut through the clutter, thanks largely to Carly, the only current spokescharacter for a mobile carrier who’s easily recognizable.

Ads featuring biker Carly are intended to equate the brand with speed which is the single-biggest thing consumers are looking for in their next smartphone.

Speed?  Yeah, right/

Edited by ARK
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